StackSwap · 24-point template · updated for 2026
GTM Stack Audit Checklist
A free, copy-paste checklist for running a real GTM stack audit — 24 concrete checks across the four layers that matter: overlap, spend per employee, AI-native coverage, and handoffs. Work it top to bottom, or skip the spreadsheet and let the tool run all four for you.
Run the audit automatically (free, ~60s) → Same four layers, scored against 100,000 modeled peer stacks. No signup to view results. Use the Copy page button above to paste this checklist into your own doc or GPT.
1 · Inventory & overlap
You can't audit what you haven't listed. Start with the full picture, then find the doubles.
- List every GTM tool with its monthly cost, internal owner, and renewal date.
- Group every tool by job-to-be-done (CRM, enrichment, sales engagement, marketing automation, analytics, workflow, support).
- Flag any category with two or more tools — that is your overlap shortlist.
- Check enrichment/data overlap specifically (e.g. ZoomInfo + Apollo + Clearbit + Cognism feeding the same plays).
- Check sales-engagement overlap (Outreach + Salesloft + Apollo cadences running the same sequences).
- Check support/inbox overlap (Intercom + Zendesk + a shared inbox tool).
- Flag any tool under ~40% seat utilization — paid-for-but-unused is waste even without overlap.
2 · Spend efficiency
Raw spend just tracks size. Spend per GTM employee is the number that compares across teams.
- Total your annual GTM software spend (sum the monthly costs × 12).
- Divide by GTM headcount to get spend per GTM employee per year.
- Compare that figure to peers in your motion and team-size cohort.
- List every contract renewing in the next 90 days — those are your near-term decisions.
- Flag annual prepays where usage is below ~60% of what you are paying for.
- Note any tool whose price has stepped up at renewal without a usage increase.
3 · AI-native coverage
The newest source of waste: paying for legacy tools whose core job an AI-native tool now does for free or natively.
- For each legacy tool, ask: does a newer AI-native tool now do this job natively?
- Identify multi-tool workflows a single AI-native tool could collapse into one.
- Flag manual tasks now automatable (list-building, note-taking/call summaries, routing, data entry).
- Score your current AI-native coverage, and note the gap to where an optimized stack would land.
- Separate "AI feature bolted on" from "AI-native" — a legacy tool with an AI add-on is still legacy.
4 · Handoffs & data flow
Audits that only count tools miss the real cost: where data breaks between layers and someone re-keys it by hand.
- Map the data flow end to end: lead gen → CRM → pipeline → close.
- Find every point where a record is re-entered by hand instead of synced.
- Find fields that live in two or more systems with no agreed source of truth.
- Check sync direction and conflicts between your CRM and engagement tools.
- Identify any report that requires a manual export-and-merge to produce.
- Note where a tool was added to patch a handoff that better integration would fix.
What good looks like
A healthy GTM stack has no category running two paid tools for the same job, spend per GTM employee in line with (or below) peers in its motion, legacy tools replaced where an AI-native option exists, and clean handoffs with one source of truth per record. Across 100,000 modeled stacks, most teams fail at least the first test — see the GTM Stack Benchmark for the medians.
Don't want to fill it out by hand?
Paste your tools and the tool runs every check on this list — keep / swap / cut, spend modeled, scored against your peer cohort — in about a minute. Free, no signup to see it.